![Joe Volpicelli](http://assets.swoogo.com/uploads/thumb/3174834-654d1e8c77af1.jpg)
We’ll explore how to bring interest to a low interest category when you are sitting on the brand side. First by having the self-realization that people don’t give a shit about your brand the way you do. To occupy a place in a consumer’s mind and heart you must first give them something they do care about. And why your biggest competition isn’t other brands in the category; it’s indifference.